Katherine Daniels builds on Virtual Skin Bar success with new digital experience

Katherine Daniels has launched a new digital skincare experience designed to recommend a personalised routine based on users' skin concerns and current needs.

The Your Katherine Daniels Skin Prescription aims to make professional skincare advice more accessible, while acknowledging that some skin concerns require assessment by a trained expert.

It combines a digital consultation with the option to speak to a skincare professional when an individual's concerns cannot be confidently identified through the online experience alone.

The platform was developed in-house by Katherine Daniels co-founders and skincare experts Kirsti Shuba and Donna Tait. Together, they created the consultation journey, decision-making logic and question framework to reflect the same principles used during a professional Katherine Daniels consultation.

A key feature of the digital experience is its built-in expert handover. Rather than always generating a recommendation, the tool is designed to recognise when a customer's responses are conflicting or do not provide enough information to recommend a routine with confidence.

In these cases, users are directed to book a Virtual Skin Bar 1-2-1 Consultation, where a Katherine Daniels skincare expert can assess their concerns and provide personalised guidance.

"From the beginning, it was clear that this could not be just another quiz, lead-generation exercise or data-capture tool. It needed to offer genuine value by helping people make sense of their current skin needs and recommending a routine that meaningfully supports them," said Shuba.

"A routine recommendation may support a sale, but customer trust and real results matter more. If the experience cannot recommend a routine with confidence, it will not force one. We see that as responsible skincare guidance, not a limitation. It keeps us true to ‘skin first, symptoms second’ and puts the customer’s skin ahead of the sale."

The launch follows continued investment in digital customer experiences by the brand. Last year, Katherine Daniels won the Experience category at TheIndustry.beauty 'The Innovator' Awards 2025, recognising initiatives including its Virtual Skin Bar and the use of live shopping to engage customers and support sales.

The new Skin Prescription experience builds on that approach by extending the brand's digital consultation offering while maintaining access to expert support when needed.

Reflecting the company's broader philosophy, Shuba previously told TheIndustry.beauty: "With the correct advice and products, our customers get real results. Our goal; to help them achieve better skin for life. Our brand philosophy is Skin First, Symptoms Second.

"We educate and show our customers how to treat the cause of the symptoms, rather than diving in and treating the symptoms. This gives the best results and long-term skin health."

Read TheIndustry.beauty's interview with Kirsti Shuba, co-founder of Katherine Daniels.